Abstract
The history of public relations (PR) in South Africa is as exciting and challenging as the evolution of South Africa from an apartheid state to a fully fledged democracy in 1994. In its early years, it mirrored the practice of PR as it developed in the Western world with largely unilateral communication by governments and corporates dominating practice supported by powerful media networks. Today, with the advent of social media, the dynamic challenges of two-way communication, openness and transparency have provided unique opportunities to elevate PR to new levels of relevance and importance.
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© 2014 Chris Skinner and Dalien Rene Benecke
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Skinner, C., Benecke, D.R. (2014). South Africa. In: Watson, T. (eds) Middle Eastern and African Perspectives on the Development of Public Relations: Other Voices. National Perspectives on the Development of Public Relations. Palgrave Pivot, London. https://doi.org/10.1057/9781137404299_9
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DOI: https://doi.org/10.1057/9781137404299_9
Publisher Name: Palgrave Pivot, London
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